Mark Perry writes:
Newspaper Association of America (NAA) last year...suddenly stop[ped] its long-standing practice of reporting quarterly advertising revenue data and switch to releasing only annual data. In a 2013 interview, NAA CEO Caroline Little was quoted as saying that she and the organization’s board decided it was “time to stop beating themselves up four times a year with the negative numbers.”...It took a half century for annual newspaper print ad revenue to gradually increase from $20 billion in 1950 (adjusted for inflation in 2013 dollars) to $65.8 billion in 2000, and then it took only 12 years to go from $65.8 billion in ad revenues back to less than $20 billion in 2012, before falling further to $17.3 billion last year.Even when revenues from digital advertising and other categories described by the NAA as “niche publications, direct marketing and non-daily publication advertising” are added to print ad revenue (see red line in chart), the combined total revenues for print, digital and other advertising last year was still only $23.56 billion in 2013 dollars, which was the lowest amount of annual ad revenue since 1954, when $23.3 billion was spent on print advertising alone...The dramatic decline in newspaper ad revenues since 2000 has to be one of the most significant and profound Schumpeterian gales of creative destruction in the last decade, maybe in a generation. And it’s not even close to being over. A 2011 IBISWorld report on “Dying Industries” identified newspaper publishing as one of ten industries that may be on the verge of extinction in the United States.